MEDIA360 PERSPECTIVES
Why are impressions not enough?
Impressions describe delivered opportunities, not a complete business result. Ask about placement quality, viewability where applicable, audience relevance and the desired next action. Display, audio and Connected TV have different measurement definitions that should not be compared blindly.
What should a frequency policy address?
Agree how repeated exposure supports the campaign and what caps are available. Identity and platform boundaries can limit deduplication, so do not assume a single perfect count across every device and network. Review oversaturation alongside creative freshness.
How should inventory quality be controlled?
Discuss brand-safety and suitability rules, exclusions, supported verification and placement reporting before buying. Ask which costs are media, technology or service fees. Availability and verification capabilities depend on the partners and formats selected.
How should teams act on the reporting?
Review delivery, engagement and business outcomes as separate layers. Record the changes made during the campaign and their rationale. Use Media360’s REACH framework to bring the learning back into audience definition and the next activation brief.